Middle-aged guy nervously adjusts his tie in the mirror as he tells his teen-aged daughter doubtfully "it's been a long time since I've had to wear a tie..."
Teen-aged daughter: "Dad, you're going to get this job, I know it." And she holds up a box of Just for Men hair coloring.
(Yes, I've snarked on Just for Men before- check the archives. Some companies just keep gift-wrapping presents for me. )
The guy uses Just for Men to change his hair from gray to brown. Next thing you know, he's walking through the door and telling his anxious daughter "Honey, it looks like I'm going to need......some more ties!"
"YES!" Exclaims daughter, and she gives her dad a hug. Aww, how sweet. I guess Dad can keep custody now.
Ok, so what's the big deal? What's so snark-worthy about this commercial. Simply this: As in all "Just for Men" hair coloring ads, we are being sold the concept that there's something WRONG with having gray hair. Gray hair means you don't get dates. Gray hair means that the cute girl at the bar won't give you a second glance. Gray hair means that you are doomed to remain unemployed and your teen-aged daughter is going to have to go live with mom Upstate.
And what happens if gray-haired guys use Just for Men? They get dates. They get picked up by the cute girl at the bar. They get jobs. They get their daughters' respect and admiration.
Really, why stop there? Why don't we see commercials where the daughter hands her father not just a box of hair coloring, but a paper bag which contains Hair Coloring, Lifts, Botox, a two-month supply of Dexatrim and a Gym Membership? Because "they'd be lucky to have you," but they aren't going to give you a second glance unless you are younger-looking, taller, and slimmer, right?
I wish Just for Men would include the tagline "Because Once You Have Gray Hair, nobody is interested in you, period." I also wish their commercials would stop implying that every guy out there who has gray hair is a divorced loner who needs affirmation from the Little Girl in His Life. There's something really creepy about seeing daughters begging their dads to pretend to be younger than they actually are. But maybe it's just me.